Tome Sus Medicinas En Serio

Communication Objective:

Prescription drug misuse and abuse is a problem in Colorado, as it is in many other states. Also, a statewide survey to gauge knowledge of these issues showed English and Spanish-speaking citizens alike were not aware of the issue or what they could do to help. A bilingual, branded campaign resulted in Take Meds Seriously and Tome Sus Medicinas En Serio to bring awareness and education to all Colorado citizens. As one message points out, “El problema más grande de drogas no empieza en las calles, sino en el botiquín de su casa.[i]” Three distinct messages about prescription medicines – Uso Seguro[ii], Almacenamiento Seguro[iii], Desecho Seguro[iv] – are prominent throughout the Spanish campaign strategies.

Strategy:

The vast majority of English strategies were also developed for Colorado’s Spanish dominant audience. Hispanic strategy included top down paid, earned and social media. Hispanic stakeholder groups included clinics and pharmacies serving predominantly Hispanic communities. The website provided an online anchor – also optimized for mobile – with comprehensive educational and actionable information.

Results:

Multiple Hispanic media covered the campaign launch and Hispanic stakeholders have done their part to distribute thousands of campaign materials. Initial analytics show 5,800 visits to the Spanish side of the website.

[i] The biggest drug problem isn’t on the streets, it’s in your bathroom.

COACT Colorado

Communication Objective:

COACT Colorado builds a system of services and supports for children with serious behavioral health challenges and their families. These individualized, culturally and linguistically relevant services and supports are based on an evidence-based process known as high-fidelity wraparound. With the new English online and print resources in place for this program, Webb’s Latino group now needed to create a mirror site and educational materials for Colorado’s Hispanic community,

Strategy:

In situations such as this Webb’s experts meticulously begin with large message concepts and then move on to graphics and copy. Transcreation of messages and information means discussions about much more than a translation. The information must first deliver the right cultural meaning to appropriately reach its audience.

Results:

Webb’s client, the Colorado Office of Behavioral Health, refers clients to all of these resources with confidence. That says it all.

MothersConnection.com en Español

Communication Objective:

The Colorado Department of Human Services, Office of Behavioral Health understood that a state website for pregnant women or women with young children who struggle with addiction must be culturally competent and inclusive enough to serve the state’s Latina population.

Strategy:

Webb developed the state-run website, MothersConnection.com, with a parallel site in Spanish to communicate that services were available to all mothers in need of addiction treatment.

Results:

Many barriers exist for women struggling with addiction, but the website, MothersConnection.com proves language doesn’t have to be one of them.Webb developed a Spanish-language site that educates Latinas about the state resources available to them, but more importantly one that pays respect to cultural differences and instills trust in the Hispanic community.

Collateral Materials for Partner Colorado Credit Union

Communication Objective:

Partner Credit Union takes into account cultural and language ties with its Spanish-speaking community. To exemplify its services, Partner Credit Union began a new creative push to demonstrate their banking services to their Spanish-speaking community.

Strategy:

Webb Strategic produced a family of Spanish-language pieces for this client including newspaper and online banner ads, an informational brochure, and a revision of their membership application.

Results:

Webb PR has set the bar for a cohesive look for Partner Credit Union’s Spanish- speaking marketing materials to assist with their Hispanic audiences. More to follow.

Outreach – Delta Dental Foundation

Communication Objective:

Colorado children suffer from painful tooth decay, hurting their academic futures and overall health. In fact, Colorado ranks in the bottom tier of states (38 of 50) for children reported to have received one or more preventive dental visit in the past 12 months. Because of this problem, Governor John Hickenlooper has included oral health as one of Colorado’s state’s winnable battles. Webb Latino has been charged with getting into Colorado’s Hispanic community to reach families of these children.

Strategy:

Webb Strategic manages Hispanic outreach efforts, particularly grassroots initiatives, to promote healthy oral behaviors that families can do together. A Spanish-language website, cepillaconmigo.org is the resource used to educate Spanish-speaking families about important dental health behaviors. Grassroots community outreach is deployed to drive the audience to the site. This includes being present at major Hispanic events and speaking with families face to face about the importance of brushing together as a family. Creative give-a-ways such as mirror clings, kids T-shirts, Smile Kits and Brush With Me brochures were distributed.

Results:

Only two Hispanic events were budgeted in the first year of this campaign. However the Denver Cinco de Mayo event and the Denver Central American Festival event presented opportunities to directly reach 3,000 Latino adults and their children.

Latinos are mobility engaged, accessing the internet via mobile devices at higher rates than on personal computers. This presented the opportunity to connect with them about DUI-focused blood alcohol content (BAC) education through a smartphone application.

Strategy:

Webb worked with local Hispanic market research partner Entravision to determine if Hispanics in the Colorado market would use a Spanish-language smartphone application and also determined the type of smartphone and operating systems Hispanics in Colorado use.

Results:

The results were the development of a Spanish-language smartphone application on the Android platform used to educate Spanish-speaking audiences in Colorado about BAC levels, allowing them to call a taxi and post on social media. Online and grassroots methods were used to get the smartphone application in the hands of Colorado Latinos, resulting in thousands of immediate downloads of the app.

Media for the Pinnacol Assurance Foundation

Communication Objective:

Each year the Pinnacol Foundation (Pinnacol Assurance Workers Compensation Insurance) Scholarship Program offers post-secondary school assistance to students whose parents were seriously injured or killed on the job while working for a Colorado-based company. Getting the word out about this unique scholarship opportunity to the Colorado market is a challenge because of its specificity. And, it is even more of a challenge to get the word out to the Hispanic market which can be disproportionately impacted by workplace injuries.

Strategy:

Webb has worked with the Pinnacol Foundation for a number of years to develop strong media relations strategies with Spanish-language TV, radio and print media outlets across Colorado. Getting the word out also involves bilingually media training and prepping families and students to tell and share compelling human interest stories.

Results:

Strategies generated stories all across the state of Colorado through TV, print and radio. It also generated national interest with media outlets such as “Yahoo en español.” Scholarship applications in recent years have risen most among Latino applicants.